Apple Store Banner Confirms iPhone 17 Series Pre-Orders Start Today

Apple launched the iPhone 17 series a few days ago, including the new iPhone Air. Well, interested buyers can soon pre-order it, as the official Apple online store just went down for maintenance.

This move is a long-standing tradition and a signal that the pre-orders are imminent. Visitors are greeted with a"We love that early energy" message, alongside the pre-order time. Moments before this, the Apple Store displayed the "We'll be right back" message, which suggested the site was working on its pre-orders page. 

As confirmed by the Apple Store banner, pre-orders for the new iPhone 17 series, AirPods Pro 3 and Apple Watches will go live at 5:30 PM IST today, i.e., September 12, 2025. Users willing to pre-order could face challenges, which is why we recommend referring to our iPhone 17 pre-orders guide.

Once pre-orders are live, customers who manage to place an order today can expect to receive the new models by September 19, 2025, which is also when the iPhone 17 series will go on open sale.

For those unaware, the iPhone 17 series consists of four devices – the iPhone 17, iPhone Air, iPhone 17 Pro and iPhone 17 Pro Max. They're powered by the latest A19 series chipsets, boasting over 10% faster performance than their predecessors.

The iPhone Air is the new kid on the block, measuring just 5.6 mm in thickness. It's powered by the A19 Pro and boasts one 48 MP rear camera. When comparing the iPhone Air with the iPhone 17, the latter gets a better 48 MP ultrawide and battery life. It's one of the main reasons to avoid the iPhone Air.

The iPhone 17 Pro and iPhone 17 Pro Max get larger batteries, even bigger in countries where they're available in eSIM-only variants. Besides the upgraded A19 Pro, there's an improved 48 MP telephoto with 8x optical zoom, a revamped back design and an increased RAM capacity. All the iPhones also get an upgraded 18 MP front camera.

However, if you're aware of the battery parity between the regular and eSIM-only models, you might want to buy it from another country. Doing so will not just get you a bigger battery in the iPhone 17 series, but for lesser price, as the iPhone 17 Pro Max is 29% cheaper in the US.